From analysing segmentation profiles of farmers, and through our own lived experience, we know some groups of farmers engage more with data and evidence to validate a point. However, some lean more strongly on peer-to-peer anecdotal content to inform their decisions. They trust their fellow farmers wouldn’t recommend a course of action if they didn’t believe it worked for their farm. By focusing on the issue – proactive disease management – and not product, we cultivate good will towards our messaging. By using peer recommendations, we leverage trust.
Engaging with farmers in the right way means you need to craft the right messages. Communications and marketing professionals can sometimes be led down the path of assumption about what their target audience ‘needs’, often mixing this up with what their business actually wants instead. However, by engaging directly with your audience, you understand their motivations and what influences their decisions. Once you have mapped out what influences them, you can plan a multi-channel campaign that targets each area of influence (vets, social media, magazines etc) with targeted, appropriate messaging. We know, through all our clients and campaigns, that this is the best approach to PR.